5 great storytelling tips to increase brand awareness

Not that long ago, or at least it seems, the business of building brand awareness was fairly straightforward. The success of your campaign typically had a lot to do with the size of your budget and the creativity of your marketing team.

Content marketing has disrupted everything. Small companies, and even individual bloggers, are generating brand awareness among their target audiences at a degree that can surpass those built through multimillion-dollar marketing initiatives.

That type of success requires a deep understanding of your customers, and what they want at every stage of their experience with you — whether it’s getting more information, buying a product or service to solve a problem, or simply being entertained.

While this is the Age of the Customer, it’s not all about the customers. Success also lies in telling your side of the story; humanizing your company in a way that customers find relatable and authentic.

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How to create a content strategy that builds brand trust

Brand trust in businesses took a dive in 2018. In the wake of unfavorable news surrounding big brands like Facebook (privacy), United Airlines (customer service) and Equifax (cybersecurity), only 48% of Americans reported that they trusted businesses, according to the 2018 Edelman Trust Barometer.

When compared to other countries, the United States suffered among the worst slides — losing 10 points in overall customer trust — down from 58% in 2017.

According to another recent survey, 79% of customers said brands must demonstrate “they understand and care about me” before they consider purchasing. The report by Wunderman also revealed that 89% of American customers said that they are loyal to brands that share their values.

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5 Tips For Unleashing Creativity Within Your Team

Creativity

Though not every company claims the desire to be creative, Charlie Nooney believes otherwise. He spent 15 years working at The Walt Disney Company and believes creativity is “the one word most people want some way to be associated with.” Nooney, current CEO of MobiTV, provides 5 tips for unleashing creativity within your team.

  1. Enthusiastic leadership
  2. Stay on top of technology trends
  3. Communicate caringly
  4. Show your authenticity
  5. Seek cross-functional support

For more details about each specific tip, check out the article on Inc.com.

Why Coors Light May Be Damaging Their Brand With The “Cold” Strategy

Ice Cold Beer

Newer Coors Light commercials claim the beverage to be “The world’s most refreshing beer.” As outlined in his article on Forbes.com, Will Burns explains the plan of Coors may be to link “cold” to their “frost filtered” process, also creating a link to consumers as a “refreshing” beer.

While many consumers are in favor of an ice cold beer, Burns disagrees with this brand strategy. Not only does he believe temperature is relative, but he also questions whether or not the company is using sub-zero temperatures to mask a lack of taste.

Read through his article for further insight and some opposing viewpoints as well.

How do you feel this advertising strategy affects Coors as a brand?

Apple Unveils New iPhone 6 – Did They Get It Right?

Smart phones. They’re essentially handheld computers with a wireless plan. Gadget enthusiasts are constantly debating which one is preferable. If you’re in the market for a smart phone, chances are you’re choosing between two archrivals: Apple and Samsung.

These two companies own a combined 2/3 of the market. While Samsung has led in worldwide sales, Apple’s iPhone manages to top Samsung within the US. While Apple started out as the dominant player, the tables have turned and, in many ways, it’s Apple’s turn to play catch up.

In a battle to the death based on features and benefits, it’s likely that it would be a draw – both have a lot to offer… but ties are boring. If we have to declare a winner, it comes down to which aspects matter most to customers. And that’s exactly what Vennli is all about – making strategic decisions based on customer needs. That’s how businesses grow.

We conducted a customer research study to understand how smart phone customers make their purchasing decisions. Did they get it right?

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